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First Printing Press - 1455 Johannes Gutenberg 1st printed book The Bible Movable type was set by hand in large flats. Typesetters loaded them into galleys one row at a time. Rolled ink on the galleys and pressed paper on top, one sheet at a time. Very slow and labor intensive process. Expanded literacy ushered in the Renaissance. Letterpress Printing

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Until 1880s, typesetters loaded type blocks into wooden galleys Now with computers typesetting is possible on the desktop Typographic terms come from the early days of Letterpress & then Linotype printing -(1906 offset press created hot type slugs from metal) Point size - the height of the printing block that held the letter back in the days of metal type. 72 points = 1 inch

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Commercial businesses, political parties use persuasive techniques to urge people to buy their products, elect their candidates. Difference: Freedom of choice - People who have access to many sources of information can make independent decisions. Persuasion Government- sponsored misinformation - Designed to coerce people to believe/think/act a certain way. Danger: Government controls military & information sources - no free choice. Propaganda Hitler vs. Coke

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Know your target market Research U.S. companies spend $400 billion a year on advertising research Demographics: Age, gender, income,education Media habits: What do they read, watch, listen to? Lifestyle: How do they live, what are their attitudes? Focus groups, trend spotters, surveys

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Research showed teens & people in 20s & 30s thought milk drinking was stodgy & dull. Got Milk? campaign made milk drinking cool by using celebrities Got Milk? campaign made milk drinking cool by using celebrities Milk consumption Rose for 1st time since 1969 Milk consumption Rose for 1st time since 1969 If cool people do it - it must be cool. Subtext: Every ad has underlying implied message Subtext: Every ad has underlying implied message

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Get you to recall product/brand positively 1.Demonstration/Hard Sell 2.Testimonial 3.Transfer 4.Bandwagon 5.Slice of Life 6.Lifestyle *Ironic *Emotional 1.Demonstration/Hard Sell 2.Testimonial 3.Transfer 4.Bandwagon 5.Slice of Life 6.Lifestyle *Ironic *Emotional Subtext: Every ad has an underlying message that is implied - never stated directly. Subtext: Every ad has an underlying message that is implied - never stated directly.

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Uses a celebrity or famous person to testify to the value of the product. Celebrity is named and speaks directly about the product. Subtext - You can be as beautiful/cool as the celebrity if you buy this.

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Also uses a celebrity or famous person but the celebrity is just pictured, not named and doesn’t speak directly about the product. Subtext - You can be as beautiful/cool/rich as the celebrity if you buy this.

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Slide 19 Ad shows many people (authorities or average) agreeing about the value of a product or service. Ad urges you to get on the bandwagon. Subtext - Everybody’s buying it, you should too. APPLE’S Switch Ads APPLE’S Switch Ads Tony Hawk Kelly Slater

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Tells a story complete with characters, a setting and a conflict. Used especially in television commercials

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Uses humor and irony. Image is the most important point of the ad. Often its hard to tell what product these ads are selling.

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Uses words and images filled with emotional power to make consumers feel emotions and link them to the product. Subtext: You will feel like this if you use the product.